Broadcast Meteorologists and Personal Branding: An Exploratory Study after a Hurricane Crisis

Abstract

Abstract Television station and on-air talent marketing and branding has been studied with increasing attention because there is recognition that the people are part of an overall brand strategy. In this paper, we focus on broadcast meteorologists and their views of their personal brands and how those work to engage audiences. With Hurricane Dorian in 2019 as the background major weather event, the paper focuses on how on-air meteorologists develop their brand identities. From these interviews, we find 1) personal branding to build trust is paramount, 2) social media are game changers for personal branding, and 3) station branding can influence personal branding. Our findings shed light on the tension some on-air meteorologists experience when seeing themselves as a commodity while also trying to build trust as an expert crisis communicator. Significance Statement The purpose of our study is to examine how on-air meteorologists understand the role that personal branding plays—if any at all—in helping them deliver information to viewers. In previous research, Daniels and Loggins noted that, as the landscape for communicating lifesaving information changes, understanding how on-air meteorologists understand their roles and personal identities becomes paramount. If weather is a product, the people delivering the information become part of the product and overall brand strategy, according to Daniels and Loggins. Our exploratory study indicates that personal branding poses some opportunities and challenges for on-air meteorologists, who sometimes see an internal conflict between station branding strategies and their roles as scientists.